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Content and Conversion - A Winning Combination

Here at Online Conversion & Beyond, we're always trolling for good statistics, particularly those that tell a story. From Bambi Francisco's Net Sense (Citysearch touts human relations - May 16, 2006)we get an interesting perspective on why Citysearch has continued to prosper for 10 years, despite improvements in search technology and competitors like Ask.com.

The answer - according to CEO Briggs Ferguson, is that Citysearch is a content site, not a search engine. Solid reviews of restaurants and events (created by an editorial staff of 100, and those wonderful consumers with an itch to produce content) have produced excellent results. In fact, "according to Scott Morrow, Citysearch executive vice president of search and products . . . 16% of the clicks convert into an offline local transaction."

Not a bad result, eh? We've got clients who would kill for results like that (or even half). How about you?

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Things fall apart; the centre cannot hold; Mere anarchy is loosed upon the world, The blood-dimmed tide is loosed, and everywhere The ceremony of innocence is drowned; The best lack all conviction, while the worst Are full of passionate intensity.